Influencethis Event Notes
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+ InfluenceTHIS Event Notes Presented by InfluenceTHIS May 17, 2017 District 28 Agenda 9:15 a.m. – 9:45 a.m. The Whole Digital Enchilada 5 DANA ANDERSON, CMO at Medialink & Former CMO at Mondelēz International LOCATION GRANT GITTLIN, CXO at Medialink Studio 1 9:45 a.m. – 10:15 a.m. The State of the Influencer Economy 7 ALLISON STERN, Co-Founder and CMO of Tubular Labs 10:15 a.m. – 10:45 a.m. Mass Minority - The Brand Popularity Monitor 8 BRETT CHANNER, President and CCO at Mass Minority 10:45 a.m. – 11:15 a.m. Influencing Brand Canada at Home and Abroad 9 CATHERINE HALLIDAY, Group Manager, Brand Partnerships at Bell Media 11:15 a.m. – 11:45 a.m. ROI: Return on Influence 12 JORDAN BORTOLOTTI, Executive Vice President, Canada at Studio71 11:45 a.m. – 11:50 a.m. The Launch of SlimCut Social 14 DAMIEN VERAN, President at SlimCut Media Inc. 1:00 p.m. – 1:30 p.m. Tricks of the Trade – The Creator’s Perspective 15 Panel discussion lead by JON TAYLOR, Executive Director at Global Online Video Association 1:30 p.m. – 2:00 p.m. Road Mapping Your Brand’s Story in a Complex Multi-Channel Universe 18 ASHLEY RISKE, Director, Integrated Marketing, Canada at Kin Community LYNN CHAMBERS, Senior Director, Branded Entertainment and Experience, Client Marketing at CORUS 2:00 p.m. – 2:30 p.m. Unlocking the Power of Micro-Influencers 20 JAIME LIPOWITZ, Director of Influencer Marketing at Profluence (a division ofIdeon Media) LUKE SOUTHERN, Group Strategy Director (L’Équipe L’Oréal), MEC Canada 2:30 p.m. – 3:00 p.m. Influencer Marketing in Québec 23 ELIE PRUDHOMME, Director at Goji, a Québecor Media Company 3:30 p.m. – 4:00 p.m. Creators, Printers and a Winning Methodology 25 DAVID U.K., CEO at Cue Digital Media 4:00 p.m. – 4:30 p.m. From a Spare Room to a Global Digital Media Empire 27 JAMIE BOLDING, Founder & CEO at Jungle Creations JIM LOUDERBACK, Editorial Director at Vidcon, Tech and Media Strategist at Social Starts Agenda 10:15 a.m. – 10:45 a.m. How To Use Influencer Marketing To Market Your Entertainment Properties 30 LAUREN JACOB, Social Media Director at Focus Features LOCATION 10:45 a.m. – 11:15 a.m. Studio 3 An Audience-Led Approach To Content Development 32 EVAN JONES, Founder of Stitch Media 11:15 a.m. – 11:45 a.m. What Does A Next Generation Content Company Look Like? 33 JEFF ANDERS, Founder & CEO at The Mark KAAREN WHITNEY-VERNON, Founder and CEO of Shift2 ANA SERRANO, Chief Digital Officer of The CFC and Founder of CFC Media Lab STEVE HULFORD, CEO, Interesting Sh*T CARLOS PACHERO, VP Audience Development Boat Rocker Media 1:00 p.m. – 1:30 p.m. Moneyball For Business – Futureproofing Your Organization 35 ANDREW LEVISON, Founder & Partner at Above + Beyond 1:30 p.m. – 2:00 p.m. Case Study: Turning Audiences Into Influencers to Drive Rapid Growth 37 ELI SINGER, CEO of NearNow 2:00 p.m. – 2:30 p.m. Amplify Yourself! 38 PETER REITANO, CEO At Abacus MELISSA HWANG, Client Solutions Manager at Facebook RACHEL DAVID, Owner at Hashtag Communications MICHAEL HALMINEN, Creative Lead at Google Canada MICHELLE SLATER, Head of Business Marketing at Twitter 2:30 p.m. – 3:00 p.m. Fan Engagement and The Bachelorette Canada 39 DEB DAY, CEO & Chief Strategist of Innovate by Day 3:00 p.m. – 3:30 p.m. Your Brain On Influencer 41 KEVIN KEANE, Co-Founder and CEO of Brainsights 3:30 p.m. – 4:00 p.m. Know Thy Customer - Going Beyond Demographics to Understand the 42 Motivations That Influence What We Purchase JASON PARTRIDGE, Co-Founder and President of Motivindex A MESSAGE FROM MARK GREENSPAN, CHIEF INFLUENCER AT INFLUENCETHIS Definition of Influencer Marketing When we were launching this conference we looked at the highest areas of the growth in the digital media and marketing space in Canada and saw the meteoric rise of influencer marketing. But what is influencer marketing ? At its heart influencer marketing is about relationships: Relationships that creators have with their audience; Relationships that creators have with brands; Relationship that brands have with their customers; Relationships that you have with each other. It requires a complexity of players to make it happen..that’s why you are all here. Audience Composition We take a participatory systems approach to conference And thank you to everyone who has come to do business and learn. development. We start with an ecosystem analysis to identify the The last thing I will say is that I think there are two general types of key categories and track how money flows through the system and people in business winners and win-winners. come up with ways in which to support in both that and learning and we have a fantastic representation of the entire ecosystem here. Winners to whatever it takes to win which typically means they structure their deals with primarily themselves in mind. While we have some of the biggest agencies players here we have a great representation of the specialized players whether they be start Win-Winners on the other hand look to create win-win deals because ups or new business units in incumbent players that are required to they want to create a sustainable balance which is better for the adjust and adapt to digital change. long term. A few last things I’d like to stay before we kick this off. First off all So when your going about your meetings and putting together when we started there were a few key companies that go behind deals keep that in mind. We are looking for the win-win’s so we can the idea because they are interesting in growing a healthy and continue to grow a sustainable marketplace that creates opportunity sustainable marketplace for all of us and they include: for many…. So thank you for being industry leaders and bringing us together • Bell Media/Much Digital Studios • Studio71 • Corus/Kin Community • Cue Digital Media • Profluence - A Division of IDEON Media • Goji - A Quebecor Media Company • MNP • CMF & Eye on Canada • BellFund • SlimCut Social The Whole Digital Enchilada SPEAKERS DANA ANDERSON CMO at Medialink & Former CMO at Mondelēz International GRANT GITTLIN CXO at Medialink • CMOs are becoming more involved in creating passions • Ex. Accenture and Fjord design agency now have 900 designers worldwide • In making a connection, first gain a personal recommendation to the desired contact, preferably by someone who works with them internally. Or, create content that expresses your point of view, like a written article. Your contact, or CMO, can then discern if there is an effective connection between you and the company’s brand • Ex. Romeo and Juliet to illustrate story elements: dramatic issue, momentum, fulfillment • Premise: what are people thinking about? If you know your premise, then you can tell the story of your brand • Brand plot: every touch point of your brand must be clear with the consumer • Infusing plot: CPG companies use social media platforms to relay information back to clients in a way that is extremely useful in providing value to the client • Data verses insight: there is so much pressure on clients as half of their salary is held in bonus. Learn to pay attention to data in accountable forms • Ex. Deloitte’s website states: “I’m going to fix your problem in a way that produces growth” – they promise to prove their worth • Influence is now more important than ever before - it is more persuasive than traditional authority in helping to form opinions • Strategy: define who is your audience, brand, and objective + #influencethis 5 QUESTIONS: FACEBOOK ADS ARE A MICRO-INTERRUPTION. IS FACEBOOK AN AD FORM? IS SOUND CRITICAL FOR VIDEOS? • DANA: It depends on what you’re selling and what you’re saying. It feeds the conversation • YouTube: a view is on average 30 seconds, representing better engagement than Facebook where a view is on average 3 seconds WHAT ARE KEY METRICS AT C-SUITE ON SOCIAL? • DANA: All you need for growth is penetration. You need to be there at the instant point of purchase. How interesting, frontal and sticky is the brand message? • It’s difficult to measure if things don’t produce money in a 12-month period HOW DO I CONVINCE A CMO OF SOMETHING’S VALUE IF IT IS NOT TRACKED BY AN ANALYTICS TOOL? (EX. A MOTHER POSTING HOW MUCH THEY LIKE A PRODUCT ON FACEBOOK) • Direct and emotionally driven information from consumers is important and effective; however, for a CMO, there needs to be a measurement. What is the strength of voice for this one consumer? Do they represent many voices – is she a multiplier? RECOMMENDED READING: A STORY IS A PROMISE by Bill Johnson. Illustrates difference between plot and premise HOW BRANDS GROW: WHAT MARKETERS DON’T KNOW by Byron Sharp, director of the Ehrenberg-Bass Institute for Marketing Science, at the University of South Australia INFLUENCE: THE PSYCHOLOGY OF PERSUASION by Robert Cialdini STRATECHERY by Ben Thompson https://stratechery.com + #influencethis 6 The State of the Influencer Economy SPEAKER ALLISON STERN Co-Founder and CMO of Tubular Labs http://www.tubularinsights.com – download presentation and request a demo • Tubular is a data and media measurement service for social videos • 8 million Influencers drove 759 billion video views » Influencers in the video space are driving consumers to action » 57% of consumers have purchased based on video recommendations, producing a major ROI return INFLUENCER STRATEGY: • Sponsored content • Co-producing entertainment and premium content • Brands like Red Bull are investing in becoming social media studios TUBULAR TRACKS: » Influencers: 7.9 million » Media and Entertainment: 33,000 » Brands: 45,000 • On average, an Influencer has 30,000 views per video and 750 billion views per month • YouTube: 87% of views per month are from Influencers • Upward trend of sponsored videos, generating 40 billion views • Ex.